Competitive Awareness

In a Northwest market, Mattress Store A and Mattress Store B are two fiercely competitive retailers. The Account Executive from our client station shared top-of-mind awareness data with Store A to reinforce and secure their 2024 purchase of $22K for TV and digital advertising. Upon reviewing the same data and noticing that Store A had a higher ranking AND knowing that Mattress Firm was a significant spender on Linear TV, Store B boosted their investment by adding an additional $5K for YouTube advertising, $5K for digital and another $15K for Linear TV.

In addition to the success with Store A and Store B, this awareness data was instrumental in securing a meeting with another local retailer. This highlights the competitive nature of the mattress industry.

Top-of-Mind awareness is crucial in the mattress market, given the long purchase cycle of 7-10 years.
Key considerations include:

• Infrequent Purchases: Brands must stay memorable over time to be the preferred choice when consumers decide to buy.
• Competitive Landscape: The highly competitive environment leads to price sensitivity; familiarity with brands helps customers trust and select recognized brand names.
• Digital Influence: A consistent presence on social media and digital platforms enhances brand familiarity during consumers’ sales processes.
• Health Trends: With increasing awareness of sleep benefits, brands that emphasize wellness features can attract health-conscious consumers.

In summary, sustaining top-of-mind awareness encourages long-term customer relationships, ultimately boosting sales and loyalty in this seldom-purchased category. Furthermore, if competition is intense and opportunities exist in your market, consider expanding the mattress category in your next Marshall survey!